The Prevention marketing initiative : coalitions and public health

Current public health problems often require creative solutions that recognize the many distinct cultures that exist in our nation and the significant changes occurring in community norms. Faced with these realities, public health officials are increasing!) aware that they cannot "go it alone." Coalitions appear to be natural vehicles for the advancement ofpublic health objectives because they bring together those with relevant mandates, credibility and clout, needed expertise and resources, and a large stake in the resolution of the problem.This document was prepared for the Centers for Disease Control and Prevention, Office of the Associate Director for HIV/AIDS under Contract Number 200-91-0906 to the Academy for Educational Development, Washington, D.C., in cooperation with The Johns Hopkins University's Center for Communication Programs, Baltimore, MD, and Porter/Novelli, Washington, D.C.1996Contract Number 200-91-0906821